Mobile’s share of online visits is still booming, but the shape of that traffic appears to be changing, according to a new report from Adobe Digital Index (ADI).
The report says that smartphones are not only being used more to access the web, but are actually being used differently than in the past. ADI hypothesizes that the release of larger-screen devices, such as the iPhone 6S, is behind this shift in consumption. The larger screens are turning smartphones into both “lean back” and “lean forward” devices, according to ADI.
“There was a time when tablet browsing surpassed smartphone browsing, and that trajectory was expected to continue,” says Tamara Gaffney, principal at ADI. “Since then, however, browsing growth by these devices has decreased significantly, and we think this is mainly because smartphone screens are getting bigger. Now, instead of buying both a smartphone and a tablet, people are opting for ‘phablets’ [with screens of 5.1 to 6.99 inches] and relying on just this one device—with a larger screen—for all of their browsing.”